his article is part of our new Future of Events 2021 Series which will interview a mix of event organizers, consultants, thought leaders, and other event professionals responsible for overseeing events put on by their organization. Our goal with this series is to help event organizers best prepare for the future of events.
The following is an interview we recently had with Jason Allan Scott, Co-founder of Kopus.
What are the top trends that will shape the events space in 2021?
JS : I see AI coming in strong, underpinning almost every aspect of the event experience, from the logistical – ticket sales, venue and transport booking, and attendee management – to the experiential.
I see AI completely transforming the exhibitor/attendee relationship. Hosts could immediately know who a delegate is, their professional histories, personal points of interests, and whether they’re just dropping by to say hello, or in the market for business. AI has the potential to make the interpersonal experience seamless and constructive for all parties, whether meeting in actual or virtual space.
Furthermore, almost everything a delegate does during an event will be measured. What web pages they linger over ( this was my idea for my first tec co. VenueMe), stands they visit, even how much they drink (at physical events) and what subjects get their hearts racing.
Using this data, predictive analytics will be able to predict what your consumers want before they ask for it. The event feedback loop will be instantaneous, meaningful and inherently implementable and all of it will be frictionless.
I see chatbots coming in, to answer questions that are designed to simulate conversation with human users, especially over the web and offer a great deal for customer service; and answer questions to save time and effort from staff at events.
What are the keys to a successful event?
JS: I believe the same things that lead me to be an award winning event professional for large companies and iconic events still stand as the keys to a successful event.
When putting an event, first, you need to understand the point of that event.
Every person in the room needs something that elates them and that they can talk about after they leave.
- Make your exiting strategy memorable by providing a goody bag as an example. People remember the last part of every event so make it count.
- All kinds of things happen during events. You just got to know that you have the right team in place to fix the mistake the moment it pops up.
You should put on an event as soon as you have a product or a service to sell.
- Putting on events is a great opportunity to find out if your product or service is wrong or if you got the wrong audience.
An event gives you an opportunity to address what needs to be said or what needs to be heard.
- Always engage all five senses when organizing an event. When you do that, more people will remember you.
- Be a great introduction specialist and someone that cares about their audience.
What makes events such an important channel?
JS: Events are important because they allow for a more intimate and engaging experience with your audience which ultimately leaves a lasting impression and one that is more memorable than a passive viewing of a more traditional form of advertising or marketing. It’s a human experience that connects people behind the brands.
In your own words, what will the future of events look like?
JS:For events to compel and connect, organisers need to keep up with the pace of change, and contribute to its conversation. Technology has the power to accelerate and facilitate, but not alter, the fundamentals of an outstanding event experience.
To connect every object we encounter at a physical event with intelligent, connected, and designed technology that anticipate and respond to the attendee’s needs.
In the future, we could see intelligent systems making minute adjustments in lighting, background music – even scent – through connected sensors that respond to an audience’s changing mood.